What is a Re-engagement Workflow?
A re-engagement workflow in the context of email marketing is a series of automated emails designed to reconnect with inactive subscribers. These are users who have stopped opening or clicking on your emails for a certain period of time. The main goal of a re-engagement workflow is to rekindle their interest and encourage them to interact with your brand again.
Why is Re-engagement Important?
Re-engagement is crucial for several reasons. Firstly, maintaining a healthy email list ensures that your email deliverability rates remain high. Secondly, it helps to increase your return on investment (ROI) by converting inactive subscribers back into active ones. Lastly, it can provide valuable insights into what content or offers work best for different segments of your audience.
When Should You Start a Re-engagement Workflow?
The timing for starting a re-engagement workflow can vary depending on your business and audience. However, a common rule of thumb is to target subscribers who haven't interacted with your emails for 3 to 6 months. Monitoring key metrics like open rates and click-through rates can help you identify the right time to initiate the workflow.
What Steps are Involved in a Re-engagement Workflow?
A re-engagement workflow typically involves several steps: 1. Identify Inactive Subscribers: Use your email marketing platform to segment subscribers who haven't opened or clicked on your emails within a specific timeframe.
2. Send a Friendly Reminder: The first email should be a gentle nudge, reminding them about the value they get from being on your list.
3. Offer an Incentive: The second email could include a special offer, discount, or exclusive content to entice them back.
4. Ask for Feedback: If the subscriber still doesn't engage, send an email asking for feedback on why they have become inactive.
5. Last Chance Email: Inform them that they'll be removed from the list if they don’t respond. This creates a sense of urgency.
6. Remove Inactive Subscribers: If there’s no response even after the last chance email, it's time to remove them from your list to maintain its quality.
What Content Should You Use?
The content for a re-engagement workflow should be compelling and relevant. Here are a few ideas: - Personalized Messages: Use their name and reference their previous interactions with your brand.
- Exclusive Offers: Provide special discounts, early access to new products, or other exclusive deals.
- Surveys or Polls: Engage them by asking for their opinions or feedback.
- Educational Content: Share valuable information that aligns with their interests.
How to Measure Success?
Measuring the success of a re-engagement workflow involves tracking several key metrics: - Open Rate: Indicates how many of your emails were opened.
- Click-Through Rate: Shows how many recipients clicked on the links within your emails.
- Conversion Rate: Measures how many of those clicks resulted in a desired action, like a purchase or sign-up.
- Unsubscribe Rate: Tracks how many subscribers opted out of your list.
- Re-engagement Rate: The percentage of inactive subscribers who became active again.
Best Practices to Follow
To ensure your re-engagement workflow is effective, follow these best practices: - Segment Your List: Different segments may require different approaches.
- A/B Testing: Test different subject lines, content, and offers to see what works best.
- Keep it Short: Don’t drag out the workflow. A series of 3-4 emails should suffice.
- Be Transparent: Let subscribers know why they are receiving these emails and what they can expect.
- Monitor and Adjust: Continuously monitor the performance and make adjustments as needed.
Re-engaging inactive subscribers can be a cost-effective way to improve your email marketing performance. By implementing a well-thought-out re-engagement workflow, you can reconnect with lost customers and maximize the value of your email list.